ZTE's Strategic Focus on Gaming Smartphones Propels Global Expansion Among Youth Markets

ZTE Accelerates Global Expansion with Gaming Smartphones

On October 6, ZTE Corporation, a prominent name in integrated information and communication technology solutions, unveiled its ambitious dual-pronged strategy aimed at global expansion during the ZTE Devices User Congress held in Milan. The event, themed "Unlock Thrills, Define Style," was part of the larger ZTE Global Summit User Congress. Here, ZTE highlighted a strategic focus on gaming smartphones, specifically designed for the youth market.

A Dynamic Approach to Youth Engagement

ZTE is keenly aware of the growing trend among young consumers who prioritize gaming and the connected lifestyle. To tap into this dynamic market segment, the brand has introduced several innovative products, including the nubia Neo 3 series and the airy nubia Air, along with the debut of their emotional AI companion, Mochi.

Senior Vice President of ZTE and President of ZTE Mobile Devices, Ni Fei, emphasized, "Our mission is to be the tech brand that best understands the lifestyles of youth by delivering diverse products that meet their needs and express their identity." Notably, the company reported a significant increase in smartphone revenues, with a 30% rise in the first half of 2025 and the nubia Neo series witnessing over 300% growth.

Captivating the Gaming Community

The nubia Neo series has become synonymous with ZTE's gaming strategy. Designed to resonate with young gamers, these smartphones feature cutting-edge technology, including an impressive display and enhanced gaming performance capabilities. The newest addition, the nubia Neo 3 GT 5G Limited Edition, serves as the Official Co-Branded Gaming Smartphone for the popular game Garena Free Fire, which aligns seamlessly with ZTE's branding strategy. This limited edition phone celebrates the game's character Kapella, embedding her charm within the device's aesthetic and features.

Moreover, the nubia Neo 3 series is equipped with Dual Gaming Shoulder Triggers, an AI Game Space 3.0, and a remarkable 120Hz display, setting a high bar for gaming smartphones. The combination of a large battery, advanced cooling systems, and cutting-edge features ensures a professional-grade gaming experience, appealing to the aspiration of youth markets. Priced from $249, it will initially be available in Southeast Asia starting in October 2025.

Redefining Everyday Technology

Not only does ZTE focus on gaming smartphones, but it also aims to cater to broader lifestyle needs with products like the nubia Air. This device redefines its category by implementing a large display that offers brightness up to 4500 nits, coupled with high standards of dust and water resistance, while maintaining an ultra-slim design. It symbolizes ZTE's commitment to setting new benchmarks within its price segment, with a rollout commencing globally at $279.

A Leap into AI and Connectivity

In addition to gaming, ZTE is enhancing its Full-Scenario AI Ecosystem to offer superior interactive experiences through on-device AI applications. The launch of AI Pet Mochi demonstrates ZTE's approach to emotional AI in consumer electronics. Mochi is designed not just as a gadget but as a companion that can respond to emotional cues from users. It integrates movements, sounds, and haptic feedback to create a warm connection, revolutionizing the concept of companionship.

ZTE's commitment to connectivity remains unchallenged, as it holds the leading market share in 5G Fixed Wireless Access (FWA) MBB for four consecutive years. With innovations such as the ZTE G5 Ultra and the world's first AI-powered CPE, ZTE continues to pave the way toward a more connected and intelligent world.

Through this crystallized strategy, ZTE not only positions itself as a leader in the gaming smartphone arena but also differentiates itself by catering to the various aspects of youth culture and technology intertwined with daily life. As ZTE forays deeper into the market, its focus on youth lifestyles, gaming, and AI-powered devices presents promising prospects for sustainable growth and innovation in the tech landscape.